Prime Day 2025 is approaching fast, and brands that want to win can’t rely on last year’s playbook. The competition is more advanced, ad costs are higher, and attention is harder to earn. Success this year will come down to precision targeting and smart execution.
Amazon Marketing Cloud (AMC) has opened up a new path forward. The brands that know how to use it are building campaigns that not only drive sales during Prime Day, but create momentum that lasts long after. Here’s how to build a data-backed audience strategy that actually delivers.
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Not all first-time buyers are created equal. Some will buy once and bounce. Others will turn into repeat customers with high lifetime value. The difference often comes down to how and when they’re introduced to your brand.
Before Prime Day, you can use AMC to identify new-to-brand customers who purchased in the past year. Then build audiences based on people who behave like them. These shoppers haven’t converted yet, but their habits suggest they’re a strong match.
Introduce your brand with display ads that drive curiosity and awareness in the lead-up to Prime Day. When the event begins, shift your efforts to Sponsored Ads targeting these lookalike shoppers. The goal is to win them early and keep them coming back.
Your most loyal customers are already sold on your brand. Prime Day is the perfect time to increase their average order value and introduce them to new product lines.
With AMC, you can isolate audiences of repeat buyers who’ve shown consistent interest in specific products. Once you know who’s coming back, use that insight to promote new or related items that make sense alongside their go-to purchases.
These returning customers are more likely to try something new from a brand they already trust. By positioning your latest launches in front of them during Prime Day, you turn loyalty into higher basket sizes and more meaningful sales.
There is real opportunity hiding in the group of people who added your product to their cart but didn’t complete the purchase. These shoppers didn’t bounce on a whim. Something got them to the edge, they just need a reason to cross the line.
Prime Day urgency works in your favor here. AMC allows you to build audiences based on abandoned carts, so you can target them directly with both Sponsored Ads and offsite campaigns.
A strong deal, paired with clear reminders and high-visibility placements, can turn hesitation into action. These shoppers are already familiar with your product. Your job is to close the loop.
There’s a segment of your traffic that has been circling your product pages for days. They’ve checked your listing, maybe more than once, but haven’t made a move yet. These shoppers are weighing options, comparing details, and waiting for the right moment.
Using AMC, you can pinpoint viewers who have visited your listings multiple times within a short time frame. This is a high-intent group that just needs a final push. Make sure your ads reach them with timely offers and product benefits they’ve already shown interest in.
Because they’ve already done the research, these shoppers are more likely to convert quickly when prompted during a peak shopping window.
Timing is critical when it comes to activating your AMC audiences. These audiences often require a few days for approval and setup, so don’t leave things to the last minute. Begin building and testing now to make sure everything is ready to scale before the event hits.
In the weeks before Prime Day, prioritize visibility. Reach shoppers who haven’t interacted with your brand yet but match the behaviors of your highest-value customers. These are the prospects that can be converted during the event with the right messaging.
Once Prime Day starts, shift your focus to retargeting. Double down on cart abandoners, page viewers, and repeat customers. This is the window to push for fast conversions and maximize your return.
After the event ends, don’t let your audiences go cold. Keep engaging with those who didn’t buy but showed strong interest. Use your Subscribe & Save offers or tailored messaging to turn missed opportunities into long-term wins.
There is no universal formula for Prime Day success, but data gives you the advantage. Start experimenting with different audience segments now. Test how they respond to messaging, placements, and creative variations. Track return on ad spend and new customer acquisition rates.
The best insights come from trial and observation. Use those learnings to refine your campaigns before Prime Day. Then scale what’s working at the highest velocity during the event itself.
Monitor performance closely and stay flexible. If one audience starts to outperform others, move the budget accordingly. Audience strategies are not static, they’re dynamic tools for real-time optimization.
Winning Prime Day is about more than turning on ads the day of the event. It’s about knowing who your buyers are, where they’re looking, and what they need to see to take action.
The brands that succeed in 2025 won’t just get more traffic. They’ll get better traffic. They’ll convert high-intent shoppers faster. And they’ll lay the foundation for stronger brand growth long after the deals are done.
Start early. Think strategically. Use AMC to reach the right audiences with purpose. That’s how smart brands win Prime Day.
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